Research continues to show that breastfeeding is the ideal nutrition option for babies. Yet worldwide breastfeeding rates still fail to meet global targets ― and a big reason has to do with governments’ unwillingness to support nursing mothers.

The breast milk substitute industry’s sales are predicted to hit $70 billion by 2019. Companies spend more on pushing their products ― often while violating international marketing codes ― than governments do on protecting and educating breastfeeding mothers. Considering the low cost, and the lives and money breastfeeding could save, investing in mothers should be a no-brainer, a new report from the World Health Organization asserts.

Except, it isn’t.

Of 194 nations evaluated, just 40 percent of babies are exclusively breastfed – meaning they receive no other liquids or food ― for the first six months of life, which is WHO’s recommendation.